aaker prophet october 2004 - markenlexikon.com
TRANSCRIPT
Brand ChallengesClarity, Leverage, Energy, Differentiation & Relevance
DAVID A. AAKERPROPHETCMO Conference
Monterey, October 2004
Proprietary and Confidential PROPHET1
Brand Building Pays Off!!
Proprietary and Confidential PROPHET2
Intel
Proprietary and Confidential PROPHET3
IBM Brand
�$800 million in communications
�Pre Lou Gerstner—10% of budget on brand
�Post Lou Gerstner—50% of budget on brand� A single agency worldwide—O&M
Proprietary and Confidential PROPHET4
Stock Market Reaction to BE & ROI
-20%
-10%
0%
10%
20%
30%
40%
Large Loss Loss Gain Large Gain
ROI Change
BE Change
Stoc
k R
etur
n
Proprietary and Confidential PROPHET5
Brand Portfolio Challenges
�Clarity & Focus
�Leverage
�Energy
�Differentiation
�Relevance
Proprietary and Confidential PROPHET6
Clarity of Mission
US-based small-package, ground delivery company
Global provider of distribution, logistics, and financial services
UPS Global Advisor
1995 2004
Proprietary and Confidential PROPHET7
Too Many Brands:Focus Missing
Anadrill Schlumberger Well Completion
Dowell Schlumberger Wire line Services
GeoQuest Schlumberger Oilfield Software
Proprietary and Confidential PROPHET8
Brand Portfolio Challenges
�Clarity & Focus
�Leverage
�Energy
�Differentiation
�Relevance
Proprietary and Confidential PROPHET9
Leverage the Brand Portfolio
Body Refreshers
Deodorant Shampoo/Conditioner
Nutrium Body Wash
Beauty Bar� USD $200 Million
Complete Feminine Personal Care brand� Over USD $2 Billion
1994 2004
Proprietary and Confidential PROPHET10
Extension Risks
�Visible lack of success
�Damage associations� Inconsistent with competence
� Inconsistent with quality/prestige
Proprietary and Confidential PROPHET11
Brand Portfolio Challenges
�Clarity & Focus
�Leverage
�Energy
�Differentiation
�Relevance
Proprietary and Confidential PROPHET12
Subbrand or brand that energizes and enhances a parent brand
Branded Energizers based on:� Products� Promotions� Endorsers
Branded Energizer
Proprietary and Confidential PROPHET13
Branded Energizers
IBM ThinkPad TrackPoint
Proprietary and Confidential PROPHET14
The Oscar Mayer Wienermobile (1936)
Branded EnergizersVisibility:
Oscar Mayer Talent Search (Best Practices/Kraft/Brand Bldg)Program:
Proprietary and Confidential PROPHET15
Proprietary and Confidential PROPHET16
Proprietary and Confidential PROPHET17
Tiger Woods
Branded Energizers
Proprietary and Confidential PROPHET18
Brand Portfolio Challenges
�Clarity & Focus
�Leverage
�Energy
�Differentiation
�Relevance
Proprietary and Confidential PROPHET19
“Differentiation is the engine of the brand train…if the engine stops,
so will the train.”- Stuart Agris,
BAV Guru
Proprietary and Confidential PROPHET20
An actively managed branded feature, service, program or
ingredient that provides meaningful differentiation to the parent brand
Branded Differentiator
Proprietary and Confidential PROPHET21
Branded Differentiator
Proprietary and Confidential PROPHET22
Edition
Branded Differentiator
Proprietary and Confidential PROPHET23
Brand Portfolio Challenges
�Clarity & Focus
�Leverage
�Energy
�Differentiation
�Relevance
Proprietary and Confidential PROPHET24
Minivan SUV
Hybrid
Proprietary and Confidential PROPHET25
Carl Zeiss® Vario-Sonnar® T* Lens
Cyber-shot®Digital Camera DSC-F828
Proprietary and Confidential PROPHET26
Maintaining Relevance
TrendNeglectors
TrendNeglectors
TrendResponders
TrendResponders
TrendDriversTrend
Drivers
Proprietary and Confidential PROPHET27
Trend Neglectors
�Just not good at it
�Believe trends are fads
�“Stick-to-your-knitting” firms
Proprietary and Confidential PROPHET28
Maintaining Relevance
TrendNeglectors
TrendNeglectors
TrendResponders
TrendResponders
TrendDriversTrend
Drivers
Proprietary and Confidential PROPHET29
Healthy Fast Food Trend
TraditionalFast Food
HealthyFast Food
Proprietary and Confidential PROPHET30
Adapting with Ingredient Brand
Proprietary and Confidential PROPHET31
Garden Sensations™ Salads
Subbranded Offering
Proprietary and Confidential PROPHET32
Newman’s OwnSalad Dressing
Co-branded Offering
Proprietary and Confidential PROPHET33
Separate Brand
Proprietary and Confidential PROPHET34
Maintaining Relevance
TrendNeglectors
TrendNeglectors
TrendResponders
TrendResponders
TrendDriversTrend
Drivers
Proprietary and Confidential PROPHET35
Trend Driver
20021996
Proprietary and Confidential PROPHET36
Defined and DominatedLager Beer Category
Created theDry Beer Category
Proprietary and Confidential PROPHET37
Targeting womenNutritionally balancedGood tasting
1986Energy Bar
Trend Driver
Category Fragments
Proprietary and Confidential PROPHET38
Trend Driver
Proprietary and Confidential PROPHET39
Brand Portfolio Challenges
�Clarity & Focus
�Leverage
�Energy
�Differentiation
�Relevance
Brand ChallengesClarity, Leverage, Energy, Differentiation & Relevance
DAVID A. AAKERPROPHETCMO Conference
Monterey, October 2004